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Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"
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Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"

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    Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile" Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile" Presentation Transcript

    • Kiip: Creating Emotional Moments on Mobile
    • C AU G H T U P I N T H E M O M E N T
    • This is a story about moments. It starts with a moment of inspiration.
    • Moments, abused.
    • Acknowledgment and reciprocity was the key.
    • Acknowledgment and reciprocity was the key.
    • Fast Company’s Top 50 Most Innovative Companies in the World (WE BEAT MICROSOFT!)
    • Soon, we found moments everywhere. 510 million of them per month. 1,500 apps integrated. 75 million devices each month. 39 million rewards delivered per month.
    • Our evolution: what other moments were in a consumer’s day?
    • Our evolution: what other moments were in a consumer’s day?
    • It wasn’t just about a reward. It was about feeling acknowledged.
    • COUPONS CREDITS VIRTUAL CURRENCY INFLUENCER REWARDS ACCESS BRANDED TIPS EXCLUSIVE CONTENT FEATURES EXTERNAL POINTS It wasn’t just about a reward. It was about feeling acknowledged.
    • Terms & Privacy Here’s a reward for Unlocking an Achievement Enter your email
    • A Reward from Campbells April 26, 2013, 12:44 PM
    • A Reward from Campbells April 26, 2013, 12:44 PM Here’s a reward for Unlocking an Achievement
    • A Reward from Campbells April 26, 2013, 12:44 PM
    • 10.5% of those shown a reward claim it with an e-mail.
    • 10.5% of those shown a reward claim it with an e-mail.
    • have completed a to-do list. women have logged a run. moms have bookmarked a recipe in Austin, Texas.
    • 23,454 have completed a to-do list. women have logged a run. moms have bookmarked a recipe in Austin, Texas.
    • 23,454 have completed a to-do list. 6,545 women have logged a run. moms have bookmarked a recipe in Austin, Texas.
    • 23,454 have completed a to-do list. 6,545 women have logged a run. 36   moms have bookmarked a recipe in Austin, Texas.
    • Why moments?
    • “ Twitter is a series of ‘now’ moments, while there are other platforms that are about yesterday's moments. Marketing is all about owning the ‘now’ moment. - Adam Bain, CRO, Twitter
    • MOBILE SEARCHDRIVES CONVERSIONS MOMENTS UNDERSTANDING HOW MOBILE Mobile search is always on, happening on the go, at home and at work 77% of mobile searches occur at home or work; 17% on the go Mobile Search Ads Shopping queries are 2x more likely to be in store Mobile searches drive valuable outcomes for businesses 3 of 4 mobile searches trigger follow-up actions 36% 25% Actions triggered by mobile search also happen very quickly 55% of conversions (store visit, phone call or purchase) happening within an hour
    • MORNING LOGGED workout FINISHES to-do list G TE NI N RN REVIEWS new recipe AF EVE WATCHES new show OO N ACHIEVES high score MAKES playlist Mobile is a series of moments.
    • We live in moments. We consume in moments. We want things now.
    • We live in moments. We consume in moments. We want things now.
    • Understanding and pinpointing emotion.
    • Understanding and pinpointing emotion.
    • PMT Precision Moments Targeting V D V D
    • PMT Precision Moments Targeting TE G HISTORICAL REDEMPTION RE-REWARDING AF NI N RN EVE OO N MORNING UNIQUE INSIGHTS DEFINING MOMENTS TO OWN TIMELINESS TIME-OF-DAY, MINDSET, FREQUENCY V D V D
    • Billions of moments, billions of opportunities to delight. A crisis in consumers’ mindsets.
    • Media Conversion CRM/Loyalty Data Moments Social Content/Creative Doing more with the moment.
    • Building loyalty in the moment.
    • Building loyalty in the moment.
    • Moments off the device.
    • Looking beyond: moments off the device. The right reward for the right moment.
    • Looking beyond: moments off the device. The right reward for the right moment.
    • Doing it right.
    • Serendipity, surprise, delight, and respect.
    • It’s about being human.
    • SPORTS JFDI CELEBRATION COOKING PRODUCTIVIT Y WHAT’S YOUR MOMENT? DINING WINNING SOCIAL UNPARALLELED WINNING BEAUT Y GOALS CLUMSY
    • brian@kiip.com twitter.com/brian_wong www.kiip.com